BU121 Lecture Notes - Lecture 10: Personal Selling, Ebay, Sales Promotion
Document Summary
Group that is not served by competition target market: and the jobs they are trying to get done, the pain assosciated with getting those jobs one and the outcomes/benefits/gains thet are looking for. Develop your value proposition based on that info to achieve problem solution fit. Then develop marketing strategy to consistently communicate this value proposition: taking into consideration. The likely rate of adoption understanding who your first customers will be. How is the customer going to classify your product by the way they buy it. 4 p(cid:859)s: product total product concept. Value proposition you have generated a value prop that fits with what the consumers find valuable and want. Need to think about how you are going to state it. A collection of perceptions in the mind of the consumer. Built not only through effective communications or appealing logos it is built through total experience that the product offers. An effective brand strategy creates brand equity.
